Market Oriented Market Research. ENACT: Learnings from Hollywood

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An outlook on the future of market research. MR needs to help companies become market oriented. For information generation we need to apply gamification, for dissemination we need research to be a conversation starter via storytelling and for generating responsiveness managers need to experience & live research.

Business Technology

An Outlook on Research
ENACT: Learnings from Hollywood

Market Orientation
the marketing concept
Kohli & Jaworski (1990)

1. intelligence generation

2. intelligence dissemination

3. responsiveness

1. intelligence generation
INTEGRATED TOOLBOX

2. intelligence dissemination

3. responsiveness

We need to broaden our
spectrum to what humans pay
attention to or participate in?

consumers
as well as

managers

Task based interactive &
experiential research

WHY?
“Let’s get in sync with how these work”

Rule # 1
Excercise boosts brain power
Rule # 4
We do not pay attention to boring things

Rule # 9
Stimulate more of the senses
Rule # 10
Vision trumps all other senses

Rule # 12
We are powerful and natural explorers

What you DO to people
is equally important as
what you ASK

1. intelligence generation

2. intelligence dissemination
CONVERSATION STARTER & STORYTELLING

3. responsiveness

1. intelligence generation

2. intelligence dissemination

3. responsiveness
ACTION

A picture is worth a 1000
words, but an experience
is like a movie

Throughout
generating  disseminating  responding
to market intelligence we need to

GAMIFICATION STORIES

ENACT gagement
ivation

EXPERIENCE

Market Oriented Market Research. ENACT: Learnings from Hollywood

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Market Oriented Market Research. ENACT: Learnings from Hollywood

1. An Outlook on Research ENACT: Learnings from Hollywood

2. Context Theme

3. Research “What is it good for?”

6. RE set provide extra value

9. Market Orientation the marketing concept Kohli & Jaworski (1990) 1. intelligence generation 2. intelligence dissemination 3. responsiveness

10. 1. intelligence generation INTEGRATED TOOLBOX 2. intelligence dissemination 3. responsiveness

11. We need to broaden our spectrum to what humans pay attention to or participate in? consumers as well as managers

12.

13. RE levance  gamification - fun

14.

15. event & location based

16. Task based interactive & experiential research

17. WHY? “Let’s get in sync with how these work”

18. Rule # 1 Excercise boosts brain power Rule # 4 We do not pay attention to boring things Rule # 9 Stimulate more of the senses Rule # 10 Vision trumps all other senses Rule # 12 We are powerful and natural explorers

19. What you DO to people is equally important as what you ASK

20. 1. intelligence generation 2. intelligence dissemination CONVERSATION STARTER & STORYTELLING 3. responsiveness

21. STORIES: WHAT CAN WE LEARN FROM... ?

22. P(2ndCL  1st CL) + Pr = P5

23. 1. intelligence generation 2. intelligence dissemination 3. responsiveness ACTION

24. A picture is worth a 1000 words, but an experience is like a movie

25. Aha! x It’s me  €

26.

27.

28.

29. Throughout generating  disseminating  responding to market intelligence we need to GAMIFICATION STORIES ENACT gagement ivation EXPERIENCE

Market Oriented Market Research. ENACT: Learnings from Hollywood

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